Startups Can Unlock the Super Power of Non-Customers

By Alejandro Cuauhtemoc, inspired by Chapter 1 of "Alexa, Make Me Rich"

When startups think about growth, the usual focus is on attracting more customers or retaining existing ones. But here’s a reality check: you’re leaving money on the table if you’re not targeting "non-customers".

The concept of non-customers is from Blue Ocean Strategy, introduced by W. Chan Kim and Renée Mauborgne. In Chapter 1 of Alexa, Make Me Rich, we take this idea further and show how #startups can leverage it to break free from competition and create new markets.

Who Are Non-Customers?

Non-customers are people or businesses not currently buying from your market. They fall into three key groups:

1?? The 'Soon-to-be': These are potential customers hovering on the edges of your market. They’re interested but haven’t committed yet. For example: someone who wants to try plant-based food but feels overwhelmed by the options.

2?? The 'Refusing': This group has actively decided against buying from your industry. Maybe they think your product is too expensive, complex, or irrelevant.

3?? The 'Unexplored': This is the largest group of all—people who’ve never even considered your product or service because they don’t see its relevance to their needs. Uber, for instance, tapped into this segment by making rides accessible to people who previously relied just on public transport.

Why Should Startups Care About Non-Customers?

?? Statistics :

• Non-customers often outnumber existing customers in most markets.
• 84% of startups fail because they focus on competing in saturated markets rather than creating new demand.
• Companies that tap into non-customers grow 2-3x faster than those battling for the same slice of the pie.

?? Startups Have an Edge: Unlike established businesses, startups can move fast, experiment, and pivot.

How Startups Can Use the Non-Customer Framework

1. Challenge Industry Assumptions Ask yourself:

• Why do some people avoid your industry?
• What barriers—price, complexity, convenience—can you remove?

Take Dollar Shave Club, for example. By simplifying razor purchases and slashing prices, they converted millions of “refusing” non-customers into loyal subscribers.

1. Create a New Value Proposition What unique value can you offer that appeals to non-customers? Blue Apron didn’t just sell meals—they sold time and convenience to people who hated grocery shopping or didn’t know how to cook.
2. Explore Adjacent Markets Look at industries that complement yours. For example, if you’re in fitness tech, consider partnerships with wellness brands to reach people who haven’t yet prioritized fitness.
3. Leverage Data and Feedback Use analytics to understand why people don’t buy from you. Conduct surveys, read reviews, and dig into the “why not.”

Stop Competing.

The question isn’t, “How do I compete with established players?” It’s, “How do I reach the people they’re ignoring?”

If you want to dive deeper into these strategies, check out Chapter 1 of Alexa, Make Me Rich, where I talk about real-life examples and actionable tips to help you create new demand and grow fast.